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That phrase – or some variation of that phrase – has been used ad-nauseam in recent years (we’re guilty of using it). The phrase has become cliché, as most people are aware that massive change in healthcare is underway through government reform referred to as ObamaCare. Although a large portion of the general population understands that change is happening, I don’t think they are sure – present company included – what the change means or where it is headed. Further complicating things is the change happening unrelated to ObamaCare, due to advances in technology and changes in consumer sentiment. You read that correctly, consumer, not patient.

In basically every industry outside of health care, when change is needed, the consumers drive the change whether individual businesses are ready or not. The customer knows best, after all. With the advent of Yelp!, Google reviews, Angie’s List, and countless social media sites, consumers have been given a much larger voice – and businesses have been listening. But until recently, health care hasn’t listened. In 2014 and beyond, the hospitals and health systems that don’t start listening to their consumers will be left behind – quickly.

“Despite controlling nearly 20% of the economy, traditional healthcare is years if not decades behind other industries when it comes to adopting a business model and technologies that assess and meet consumer needs.”

The quote comes from a recent HealthLeadersMedia interview (found here) with Chris Wasden, a global healthcare innovation leader and SVP at PwC. The interview discusses recent empowerment of health care consumers who are now willing (and eager) to “dump the doctor’s office for cheaper and more convenient retail and remote alternatives that could amount to tens of billions of dollars of lost revenues if they fail to adapt.”

In short, if health systems want to survive they need to adapt. Step 1: Treat patients as consumers:

“Whether it’s the pharmaceutical companies, device makers, payers, or providers, nobody considers the patient as their customer so they’ve never tried to come up with solutions that were consumer-friendly or consumer-centric.”

Treating them as consumers forces a hospital to frame the experience they provide differently. If they frame it correctly, they will improve the consumer’s experience for the better. Framing it correctly depends on Step 2.

Step 2: listen to the consumers. Ask them. Survey them. Gather the data and use it to make consumer-friendly choices that enhance the experience and the care. Framing patients as consumers means asking different questions than ones found in typical patient satisfaction surveys or HCAPHS surveys. Ask about every conceivable positive or negative experience and then implement the proper changes. This will improve the experience and when you improve the experience and the care, the consumer will follow. The health systems that do this will flourish, the health systems that don’t will flounder. It is painfully simple.